Population Matters

Population Matters

Joining the debate of overpopulation with a clear focus

Research/strategy/branding/design/copywriting/web design

The arresting issue of overpopulation was something we tackled with Population Matters – a charity that campaigns to achieve a sustainable human population, to protect the natural world and improve people’s lives by promoting positive, practical, ethical solutions.

"Thanks in very large part to Creative Concern, we now have a positive, dynamic and modern identity that reflects who we are, and a website that serves our needs, and the needs of the people who visit it."

Alistair Currie, Head of Campaigns and Communications

Human population has grown beyond Earth's sustainable means. We are consuming more resources than our planet can regenerate, with devastating consequences. Biodiversity loss, climate change, pollution, deforestation, water and food shortage—these are all exacerbated by our ever-increasing numbers. Global population is rising by more than 80 million a year and is most likely to continue rising for the rest of this century unless we take action.

The Population Matters team wanted a full review of their existing communications to refresh the way they talk about themselves, with a focus on being bolder, clearer and more positive about the work they do. Initial research involved conversations with a range of people with differing connections to the organisation to garner opinions on the charity and how they present themselves. We also delivered focus groups to explore the issue of overpopulation and perception of a charity that empowers people to have fewer families.

This developed into a robust recommendations report on tone of voice and a refreshed visual expression of their brand. We brought these recommendations to life by developing a new website that clearly communicates their vision, who the organisation are and highlights the damaging affects of overpopulation to our planet whilst providing clear actions that supporters can take to make a difference.

"Creative Concern were great partners for us in the vital task of getting our communications and website fit for purpose. Their research and insights really helped us to nail down what was important and provided a sound basis for practical action. Their proposals for our new website were clear and rational and the process of developing and launching it was far smoother than we'd ever anticipated, thanks to a very positive, flexible and professional approach throughout the entire job. We've seen engagement go up substantially since it came online.